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Push for Change launched adidas' ambition to make cycling less eliitist dorks in lycra, more welcoming to everyone.
Working with Ana Puga and underground riders in Mexico City we shined a light on a corner of the scene that's had little to no coverage, taking their stories to the world.
And ask me about having to pay off the cartel...
The following year we rolled the campaign on, championing cycling communities around the world, including the Knight Riders in NYC.
Team
Creative Direction: Myself
Lyndsay McClaren, Ollie Connelly, Stu Duggal
Directors + Photographers: Sam Needham + George Marshall
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